Newly appointed chief marketing officer Uwe Ellinghaus just started at Cadillac, and already he believes he's identified Cadillac's biggest problem. In an interview with Forbes, Ellinghaus said Cadillac "has a relevance issue."

The solution Ellinghaus suggests is to focus on repositioning the brand as technologically elegant and forward, not trying to address Caddy's aging demographic and "old" image. While the Cadillac ATS has brought younger buyers to the brand, Ellinghaus doesn't see that as essential to Cadillac's success."There is not inherent value in just having younger customers," he said to Forbes. "People are living longer and longer, and they're healthier, and they're buying new cars even when they're old."

With that said, Ellinghaus -- who previously served 14 years with BMW, including two years as head of brand strategy -- believes the focus must be to emphasize its uniqueness. As we noted when we named the 2014 Cadillac CTS our 2014 Car of the Year, Cadillac has shown it can compete with Germany's best. Still, Ellinghaus believes the brand needs to have an answer to the question, "Why Cadillac?""I accepted this job because I was not asked to emulate the success recipe of BMW. Even if I were able to, I wouldn't recommend going down that road because branding is about differentiation and not similarity," the executive said. "So many other brands try to copy successful players in the market…that is dangerous in the long term, because why should someone by a copy if the original is available?"

One product Ellinghaus sees opportunity in is the upcoming ELR range-extended EV sedan. The marketing exec believes offering a luxury plug-in vehicle is Cadillac's best chance to stand out. As we've previously reported, the 2014 Cadillac ELR will share its EREV drivetrain with the Chevrolet Volt, but will get a sleeker body, more premium interior, and a price tag starting at $75,000 before incentives. With the ELR, Ellinghaus believes Cadillac can cash in on the electrified luxury car niche carved by the Tesla Model S, and will soon also include BMW's i brand. For 2014, the executive said he intends to focus on the low-volume ELR as well as Cadillac's other upcoming launches, including the new Escalade full-size SUV. Ellinghaus expects this push to show customers what Cadillac has that its competitors doesn't.Ellinghaus likes how innovative the ELR is, and appreciates its premium design inside and out. Whether he has chosen the right horse to back remains to be seen. What do you think Cadillac needs to do to stand out from its competition? Should the brand ignore its "older driver" image and try to be more relevant? Share your thoughts in the comments below.Source: Forbes 1, 2

There are enough celebrities that want to make a statement (hence why many have bought Prius' in addition to the cars that they actually want to drive) that I think the ELR will have enough sales... They can now buy this luxury model, still make a "statement" about themselves, and not have to drive a Prius because of it.

I love Cadillacs new direction. Just drive an ATS and you will know how good they are. Derived like a BMW but feels and looks so much better inside and out. I'm not a fan of the Escalade but I see why they have it. The ELR well be fine. Low volume high price. ..it's a lower priced Karma with a better company behind it. It will succeed because demand for this type of car for those who have the resources is high. Tesla is a success for a reason and ALL car companies are following suit for a reason.

The ELR is a mistake, GM should have invested and manufactured the Ciel as a high output hybrid as they speculated at Pebble Beach. The Panamera has a plug in hybrid that is performance based, and the Ciel or even Elmiraj would be more what current consumers want.

i still don't understand the price... are lithium ion batteries' demand really expected to out pace it's current production (tesla's reasoning for averaging less than 2,000 Model S sales/month last quarter) to the point that Cadillac prices this vehicle to keep it exclusive? even after possible best-case incentives, this car will cost around $65k, which for that price you could get a nicely equiped ANY OTHER CAR (ok, that's exaggerating... although it can get you a nicely equiped any other cadillac sedan, and soon-to-be-released ATS coupe). But seriously, 154hp, ~35 miles of electric-only range, sure it's range extender allows it to go over 300 miles, but why not just get a base Model S and enjoy full electric range, well over 300hp, more space, and less maintenance? or if u want an electric city car, why not just get the i3? again more full eletric range, slightly more hp at 170hp, and vastly more interior space and again less maintenance. yes, the ELR is a gorgeous looking coupe, and probably has a vastly superior interior to both the bimmer and the tesla as far as finish and materials, but the only benefit you get from the petrol engine is range, while not getting any of the really enjoyable benefits from the electric car when price is considered. I haven't seen yet, but has Cadillac announced how many of these they hope to sell annually?

All the new marketing head is doing is changing the perception of what they're trying to do. When you say "we need younger buyers" you seem desperate. When you say "we want people to notice all the cutting edge things we're doing", you seem like more sincere without alienating your original fanbase. But its those same cutting edge products and designs that bring in newer and younger clientele.

@Chente_04 OK why will it flop. You just can't make statement without some rational to back it up. There's too much of that here. Read Robb Konnerth below, he makes his statement (hypothesis if you will) then backs it up with an argument.

@Johnny.5sp@Chente_04 The Volt drivetrain will make performance abysmal. Once it comes to market everyone will be comparing it to the Model S (same price and niche) which is fully electric. The Model S will beat it buy a huge margin in performance stats, but will lose by a lesser margin in interior refinement and range. And just look around, where is all the demand and interest in the ELR? I think Cadillac should focus on a flagship sedan (S Class) and different variations of the ATS to bring in new buyers (coupe and vert). BMW and MB are both going for younger buyers with the CLA, 1 and 2 series and Cadillac should take notice.

I actually think that the ELR will sell better than the Volt, because wealthy people love niche cars like this in my observations. BUT. Not focusing on getting younger buyers? Maybe i'm nuts. BUT. If you don't attract people to the brand now, eventually your aging fan base will die off, no matter how long people live or how healthy they are we all die at some point. Now your fan base is gone and you never bothered to attract younger generations to the brand, so they continue to buy other brands into their old age that did focus on them early on. Doesn't that make more sense? I mean... maybe im crazy, but that seems like pretty simple black and white common sense.

Adorning with a wreath and crest, a battery-operated platform based on the Cruze, which itself was loosely based on defunct Cobalt isn't a good image formula for a luxury brand. We can see through his riding the coat-tails of the GM's latest powertrain technology.

A Ferdinand Porsche basing a luxury saloon on the air-cooled beetle [which was cutting-edge in it's day] comes to mind as an analogy. Virtually nobody walks into a Cadillac dealership expecting to purchase a tarted up volt.

BMW started designing rwd sports-sedans now encompassed by a whole line-up of cars. Early on, they realized roads are not all straight and without bumps or potholes so not only do we need power but great handling. To top it off, they were skilled at making interiors. In the end, their type of car was popular and considered prestigious because it was simply a great new idea and people will pay for premium goods if they feel they are getting a premium product.

So because luxury sports-sedans were kinda' invented by BMW, Cadillac has no option but to copy their ideal because then they would become Lincoln whose trying to copy old Lexuses.

However, Cadillac does have the an option in this field. To standout in this sector they will simply and unabashedly:

1) Undercut premium sports-sedan 20% in price. (exactly how Volvo and Audi originally got noticed but have long since forgotten hence they reap some but not outstanding success nowadays)

2) Continue their design trend but with added desirability. More magic in their interior and exterior designs so that when people observe it they think..How ingenious and how much did that part of the car cost?

3) Work on hybrid, electric or even water based fuel .. whatever it takes ... high horsepower and high gas consumption won't work in 5-10 years.

4) Work furiously on a steel replacement for their cars..carbon fibre or any new materiels that drop gross vehicle weight by more than 1000 lbs. That's where cars of the future will be at. Cadillac might as well be the first to develop this materiel.

1. Fix CUE. This trend of going away from knobs and buttons is stupid.

2. Stay with their current styling language. Their current styling language is awesome, no worries about it getting old. New Audis today look like an updated version of the Audis of 20 years ago. Same with BMW and Mercedes. The only ones who have completely changed are Lexus and Infiniti and both brands are lost in the wilderness.

3. Commercials commercials. The one they did for the 2008 CTS was awesome, do it again.

@redbloodedxy Absolutely, however Ellinghaus just got on board and wants to change that it seems. But yes Cadillac has been gunning for the Germans so insanely hard since 2003 so his vision is contradictory to the current pace.

Just because the Tesla cost a lot doesn't give the right to price this car that high. Tesla offers pure electric and offer 4 doors. The ELR only have one price where's the Tesla have many options and performence to compete with the M5.

@faire I must say I agree with that, I don't think their aging demographic or their relevancy as he notes it is the problem. I think the primary issue is the staid design language that is "Art & Science" albeit a uninspired homage to both. The sharp lines and angular design was appealing when the CTS first debuted, today it just looks plain and lacking in premium feel today. Audi captures what they attempt to do, Mercer and BMW both have more emotive design language even if they're both just as guilty in the inspiration department. To my tastes with regard to aesthetic, Cadillacs carry the vibe of premium Buicks, a step above but not quite where they should be if they want to be considered a top tier luxury brand. The materials are there, the engineering is spot on, the design however, that's were they fall short.

@faire "plagued" is not the word I would use. Art & Science is evolving and looking better with every iteration. Cadillacs are far more interesting and cutting edge in their styling than any BMW or Mercedes in recent years short of a supercar or sports car (which, unfortunately, Caddy still lacks). Art & Science IS what makes Cadillac different and unique, and their driving dynamics, price points, and quality are all finally becoming very competitive with the Germans.

Ellinghaus should be emphasizing Art & Science, and focusing on the more engaging driving dynamics of the new Alpha platform cars as well as the traditional big cruiser aspects of the XTS and Escalade. New tech like in the ELR can only help at this point, as long as they make the quality and dynamics as much of a focus as in their other offerings. Simply don't make the ELR a "Cadillac Volt" the way Ford makes "Lincoln Fusions" or "Lincoln Tauruses".

@faire are you talking about the same Art & Science design motif that has essential put cadillac on the map ?!? the same signature design that have now given cadillac cars a sense of DNA, like the vertical LED light blades, sharp creases, or "fin" tailights ? that actual make the car stick out in a crowd of bland slab side designs that have riddled the market. The same design motif that they have spent a decade and some change perfecting on concepts and modeling them on production cars ?!? we must be talking about two different "art & science" designs